Most product owners just have one product. If they are selling an ebook, that is all they are selling. They are just focus on selling the eBook and nothing else. But as you get more involved into marketing you will come to realize that if you are selling an ebook, you have the potential to selling a MP3 version of that same eBook too.
Leaving Money On The Table
You literally leave money on the table when you just sell on item when you could be selling more. If the customer has trusted you to buy one item from you then they will be more trusting to buy additional items too.
But you must understand how to position your offer in a manner in which you do not turn the customer off or make them feel as if you're haggling them for a sale. Try to understand what your customer wants at all time.
You have heard the story many times the guy who goes to the hardware store and buys a drill. The problem is that he does not want a drill. What the guy wants is a hole. You have to understand what the customer wants in order to sell. And knowing the size of the hole is even better because now you understand what has driven him to come into the hardware store.
Therefore you must understand what the customers want so that you can provide it to them and not leave money on the table. You leave money on the table as a marketer when you don't understand what the customer is looking for.
Using the same analogy about the hole, if you know that he wants a hole you can sell him walls plugs, paint to cover his mistake. He might need eye gear, gloves and the list could go on and on. But now you understand the mind of the customer.
Marketing to the consumer online is no different than marketing to the customer in a brick and mortar company. You just have to get into the head of the customer. And once inside you will understand never to leave money on the table again. Now you will realize how can you serve the customer in a way that will make him thank you for your excellent service and not only be a customer for life but tell his friends and family about your great service.
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